We've heard it over and over again: micro- and nano-influencers are the best bang for your buck in influencer marketing. 'Macro-influencers' with millions of followers are so 2018. The appeal of working with higher numbers of smaller influencers with 1k-100k followers has fully caught on and specific tools are even being to find them at scale.
What makes these smaller influencers so effective and offer such an amazing ROI? How are we even meant to run campaigns with them? I spoke to these high-level brands and agencies who revealed the benefits of micro-influencers and the ways they've been working with them.
Blake from Social Intelligence Agency - Marketing agency
"Micro-Influencers have essentially curated landing pages for people already invested in that specific community and take on the responsibility of engaging with them in a way that is meaningful, intention-based, and informative. They take the leg-work out of advertisers' search to source the next "it" thing and create a revolving-door model for content. I am able to build relationships with micro-influencers in a way that gives them a means to create the content you see everyday while giving the brands I work with access to unlimited potential customers across both domestic and international platforms."
Danielle from Real Good Foods - Health foods
"Micro-influencers are so effective because they have a highly engaged and loyal following. They cherish their growing community and want to continue growth, so they are more readily available to interact with brands, reply to comments and interact with their followers. They’re also more personal than most macro-influencers, so their audience trusts them which is great for brands. Also, since they’re smaller, collaborating with them is more cost-effective."
Amber from Mediavine - Advertising agency
"We feel micro-influencers are effective because they each have a unique voice and unique audience that they connect with on more than a "press release" level. They have conversations with these people and make true connections that have people sticking with them for the life of their profile, site, etc. When these ambassadors mention a product, their audience responds. Influencers are savvy and know that they can't endorse everything under the sun, so they pick the things that matter to themselves and their audience, and that can yield far more interaction and engagement than any traditional media campaign."
Angelica from HYLETE - Fitness lifestyle apparel
"My goal with influencers is to take traditional influencer marketing and re-invent it to establish more of a community feel with people who are influential within their field who share our brand vision. Most of our influencers are micro-influencers who were already long-time customers or have recently been introduced to HYLETE by a trusted friend. I find this type of influencer marketing to be super effective because it brings a greater sense of authenticity and trust."
Anna from Sellbery - eCommerce automation
"We usually work with YouTubers to make video reviews and micro-influencers fit our business the most. Followers perceive them as ‘people-like-me’ so our videos receive more trust and loyalty. Micros have high engagement rates that even blow macros out of the water. Ads don't reign supreme any longer, now working with micro-influencers can generate more qualified leads for a longer period of time."
Eric from Jord - Wood watches
"I think it's all about the audience's connection with the creator. It's easier for the creator to stay directly-engaged with the audience, so I think the audience feels more connected as a result."
Jibran from Grapevine - Influencer marketing platform
"Micro-influencers with their smaller subscriber counts are really effective because, with a smaller audience share, they have room to experiment more, solicit feedback, and drive higher engagements. Because of their relatively smaller size, they can directly interact with their fans boosting the trust between creator and follower. We lean on micro-influencers when brands are looking to drive conversions for their products. Additionally, because micro-influencers are more cost-effective, brands are able to hire more and create a bigger splash. Waves might make noise, but the ripple effect can create a movement."